n a cricket mad nation like India, it makes sense for marketers to plan strategies around the sport. Telecom player Hutch, which knows the score and was the first cellular operator in the world to provide video replays of cricket during the ICC World Cup 2003, is now back on the cricketing pitch.

This time, Hutch's innovation lies in its value added service - Cricket Caller Tunes. This is essentially an extension of the existing 'caller tune' service, which allows users of Hutch service to set a song of their choice instead of the dial tone. Thus whenever a caller dials the subscriber's number, he hears the song rather than the usual ring.... more